Ep 294: Email Marketing Strategies Content Websites & Businesses Affected By Traffic Losses with Matt Molen

In this special episode, host Jaryd Krause is joined by Matt Molen, CEO of EmailCrush and creator of Email on Autopilot, a leading course designed to help content creators turn their email newsletters into powerful marketing assets. 

In their conversation, Jaryd and Matt dive into a timely topic: how content websites and businesses impacted by Google updates and traffic losses can still thrive by leveraging email marketing. Matt shares his expert insights on how businesses can grow their revenue, even with reduced site traffic, by focusing on building and nurturing their email lists. They cover strategies for creating effective lead magnets, crafting email sequences that nurture and serve audiences, and utilizing newsletters to drive ad revenue and affiliate marketing.

The episode also features practical examples, such as how Matt’s Disney-focused content site has implemented these strategies and how businesses in various niches, like teaching surfing, can apply email marketing to drive success. Whether you’re a content creator, an e-commerce business owner, or running a SaaS company, this conversation is packed with useful tips on how to maximize the most underrated tool in your marketing toolkit: email.

If you’re looking to boost your business’s revenue through strategic email marketing, this episode is a must-listen!

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Episode Highlights

04:00 Businesses being hit by Google updates

11:00 How to know what your audience wants?

16:00 How to market in your newsletter?

24:00 How to make money from your email list?

31:30 Where to find Matt?

Courses & Training

Courses & Training

Key Takeaways

➥ Traffic from platforms like Google or social media is unpredictable, but your email list is a direct line to your audience. Focus on growing and nurturing it because it’s something you own.

➥ Matt emphasizes that existing site visitors are your best potential subscribers. Create relevant, timely lead magnets based on your audience’s current needs, which can vary by season or topic.

➥ Email isn’t just about sending promotions. It’s about creating a thoughtful, regular flow of content that nurtures the relationship between you and your subscribers. Over time, this leads to higher trust and conversion rates.

About The Guest

Matt Molen is the CEO of Email Crush and the creator of Email on Autopilot, the premiere course for content creators that want to transform their email newsletters into their most powerful marketing tools. In addition to the course, Matt provides one-on-one consulting & personal coaching to some of the world’s top content creators.

Personally, Matt enjoys quiet walks on the beach, has a deep rooted fear of frogs, and secretly dreams of replacing Pat Sajak.

Connect with Justin Cooke

Transcription:

What if your website and online business didn't need to suffer from revenue and decrease revenue just because of decreased traffic, say from Google or anywhere else? Hi, I'm Jarrod Krauss. I'm the host of the Buying Online Businesses podcast. And today I'm speaking with Matt Mullen, who is the CEO of EmailCrush and the creator of Email on Autopilot, the premier course for content creators that want to transform their email newsletters into their most powerful marketing tools.

Now, in addition to the course, provides one-on-one consulting and personal coaching to some of the world's top content creators. Now, Matt personally enjoys quiet walks on the beach, has a deep-rooted fear of frogs, and secretly dreams of replacing Pat Sajak. Now, in this episode, Matt and I—he's already been on the pod before—I'll tell you about that more on the inside.

But in this episode, Matt and I talk about content websites, sites that have been and other businesses that have suffered from the Google changes and updates and that have lost traffic and how Matt has been helping those business owners earn more revenue from their businesses even with decreased traffic from these sources. We talk about how to build your newsletter, how to nurture them and how to serve them, and how to get people on your newsletter in a simple and easy way to not worry about what sort of thing you're going to give to them as a lead magnet in terms of the format, but more about the hook and how to get them in on the newsletter.

Then we talk about email marketing sequences, how to nurture them, and how to serve them. We talk about his example of his Disney content website. We talk about examples of me sharing, like if you want to teach people about surfing, how to do so through email, how to affiliate products through email, and how to make more ad revenue on your website through email. We do also discuss a little bit about SaaS businesses.

Now there's so much in this podcast episode. If you own an online business and you want to make more money through email marketing, which is the most underrated tool that your business has, you need to listen to this podcast. It's super valuable. Now, before we get stuck in, of course, we talk about things like lead magnets and getting people on email lists and newsletters.

If you're not on my email list and my newsletter, you can go to buyingonlinebusinesses.com for free resources, and you can download a number of different free resources. Things about growing your website, my due diligence framework, the website evaluator tool, all these different resources. You can get one of them and jump on the list and I'll see you on the inside.

Just like I'll see you on the inside of the pot. Do you have a website you might want to sell either now or in the future? We have a hungry list of cashed-up and trained-up buyers that want to buy your content website.

If you have a site making over $300 per month and want to sell it, head to buyingonlinebusinesses.co, forward slash sell your business, or email us at [email protected] because we will likely have a buyer. Details are in the description.

Matt, hello, and welcome back to the Buying Online Businesses podcast.

Hey Jaryd, how are you?

I am really good, thank you. How are you?

Best day ever. I love in email. Let's do it.

For everybody listening, if you haven't heard our episode, Matt was first on on episode 216 about how to double your content website's monthly earnings by growing an email list. And I wanted to get you on, Matt, and chat more about email with content sites. This is helpful content update that's happened.

It's been brutal for a lot of people. know people previously with Google updates had, and even COVID had tapped into their email list and just doubled their revenue through using their email for content websites. I'd love to just, in a linear fashion for everybody, talk about content sites, email marketing for content sites, and then what's working to build the list.

And then what's working and not working in different types of sales emails between SaaS and membership, e-comm and content sites? have you been working with many people that have been hit by the update? Absolutely. So my primary business is that I do consulting or done-for-you services for a lot of bloggers, content creators, influencers, that type of thing.

That's my, the bulk of my business. And so yes, many of them have struggled with that. Some are coming back, some are not, but it's an ongoing struggle. And I think the big reminder was, Hey, I don't control it; it's in the hands of Lord Google or Pinterest or Zuckerberg or whoever it is that I don't control it. And so does it make sense for me to double down on something I can control lot more of, which is audience in front of me through my email list.

So I've had a lot of an increase in interest in my services because of that. And we've had a lot of tough conversations with people. They're like, man, I wish I'd started doing this a long time ago. But the good news is that the fundamentals are still there. The reason that email has continue to stick around and it has the staying power that it does is there has not been anything that has come out that it's more effective in engaging an audience that where you can push content to them reliably and that they can interact with you.

There's things that come and go flash in the pan or other things that are much more intrusive, but email is just the old reliable, the old steady. Yeah, it is the old steady because you own it and it's the closest you are to your audience as well. Like if you look at these other platforms, you've got Facebook, Google, all the different ads, it's sort of disruption marketing. then even SEO, that's discovery marketing.

They're discovering you that way. And they're still further away from you and a purchase. And the trust is not as high as somebody that's on your email list. And how could it not be the most steady when you own it and it's the closest you are to your customers, to your clients? Yeah. And these are people that have raised their hands and said, I'm interested in you.

In some way, shape or form, they are bought from you. They downloaded your ebook; whatever it was, they signed up because they were just infatuated with your content. They've expressed interest. And if we protect, serve and nurture that interest, you can turn a Google transaction into a fledgling or long- lasting relationship through thoughtful, regular and helpful emailing. So it's been great that people are kind of coming back to that.

Yeah, I agree. It's sad how it's prompted people to do so. But when you look at so many content sites, I mean, I've looked at ridiculous amounts and even other businesses where they would just have joined the newsletter and people just joined the newsletter. And you mentioned two things before, server nurture, the two ones that really got me is that when people join a newsletter on most content sites that I've seen, they just join a newsletter and crickets.

They get nothing. And sometimes they will get a free resource if they're opting in for a free resource and then crickets. And it's just an absolute shame because you've got somebody that's like, if you're the business owner and you're say, helping people to become better at surfing and you like join the newsletter, we'll help you become better at surfing. And then they get it. They join the newsletter, they get a free resource and they're literally saying, Hey, I want you to help me. Please help me get better at surfing. And it's just like, you've just let them down. Right.

And not only have you let them down, you're not serving them. And then when they're in a position, they're like, I'm prepared to spend a resource of mine, which is valuable email inbox space to get some help from you. And you're not even going to help me with that. And then I'm also prepared to spend another resource, maybe down the track, if your stuff's good and purchase something from you. So you've missed out on sales as well.

What are your thoughts on this? Well, absolutely. And what happens is you can't really win that back. So if you let it go cold, getting a back is really tough because in that moment they were interested in surfing. maybe what happens is while they're interested in surfing, they start to care about Jaryd, the expert surfer.

And then as they're interested in surfing ebbs and flows, they may not be really into it, but they kind of are into it or they become really into it. At some point, if you just drop out of their life and then try to drop back in, who are you again? And how are you going to help me now?

There's not that context. And so you can build it. And that's why we're talking about nurturing. A lot of people have this misconception though that you have to do a ton of work or spend a lot of money to grow the list. So I have the good fortune of talking mostly with people who have some sort of traffic source. And what I tell people is that there is a secret to growing your list and it's not so secret, but that is your existing traffic, the people that are in front of you right now, that's your best opportunity for growing your list. What do most people do?

Most people create, well, the basic thing is sign up for my newsletter, which nobody really wants more emails in their life. That's why we create lead magnets to hook them a little bit more. And a of people spend money and time and create an elaborate lead magnet one time. Maybe they invested in an ebook or something, which I don't know who the heck needs ebooks anymore.

Sorry, that's my bias coming through. But they feel like you're giving something of value and people can sign up for that, which is great, but we're not making that process an ongoing part of the business. Let's use a food blogger, for example. When we're recording this in Northern Hemisphere, it's turning fall, all right? In one month's time, people are going to go from thinking that maybe I should find a sweater and maybe start making some soup to I need to make some Halloween goodies and carve some pumpkins. And then a month later in the United States, it's going to be Thanksgiving. And a month after that, it's going to be Christmas.

So on and so forth, their needs and their interests change in that. Does your lead magnet change? So let's go back to the secret. Your existing traffic is your best source of list growth. What does that person need right now? So if you're coming in to a food blog, for example, and you're there during the month of October, maybe you're talking about fall recipes or comfort food or Halloween or whatever your thing is that can solve that reader's problem. And these don't have to be elaborate.

By the way, they can be lists of resources. They can be a one sheet. It can be, it can be a series. I like to do a series of emails by the way, but these are quick. They're not hard to make. Yeah. I'd love to hear your thoughts and whether you agree with this. I'd almost say that this resource that you provide, whether it's not an ebook or it's a list or it's a downloadable, it's audio, it's a video, it's a framework, a cheat sheet, a checklist.

I would say that's probably completely secondary in how it's delivered and what's primary would be what they need right now. Because like that will, if it's a something that's they need and it's a want, need, fear and frustration and a desire in that time period, doesn't matter what format you're going to give it to them. They're going to want that. And you mentioned food blogs, they change, right? And you've got seasonality with different things. And then you can also have these other businesses that are like for my business, for example, people come to buy business and they want help with due diligence.

So I give them a due diligence framework. That's just lasts forever. Like it's what they need most in that time period when they're looking for it. So you've got the different types of businesses. how does now we're talking about how to generate, you know, subscribers and get people on a newsletter. What are some of the things, and I know how this works in terms of like with a copy mindsets and a marketer's mindset, what are some of the things that people can do to reverse engineer or questions they can be asking themselves to work out? What is it that my audience wants in this time period? Yeah, no great question.

The first thing I do is I'll go look at your stats. Like this can be data driven. If you use it, go into Google analytics, take the last 90 days. What did people, or your search console, what were people searching for? For example, say that you had a website about buying online businesses. Maybe people were looking to, I'm just making something up here hypothetically. Maybe somebody wants information about SEO for a SaaS company. Maybe somebody wants information for e-commerce.

Those are different things. If we tried to create the same resource, yeah, we could look at some of the same, there'll be crossover for sure. But if we want to get really good at it, we would make a version of that resource that is specific to the thing that they are looking at. And our data, the traffic can inform us. Well, we're getting 90 % of our traffic is coming on the e-commerce stuff. All right, let's focus there. And let's build that resource real quick. I 100 % agree with you with what you said about the format almost doesn't even matter. You can send them a text.

You could hold it, you could draw on a napkin and hold it up or take a picture with it on your phone and send it to them and they won't care if it gets them the information that they need. Less overproducing of this stuff will save you a lot of time. But if I get the resource to the people for e-commerce SEO services, boom, I've got that. Now let me go build a lead magnet specifically for the SaaS SEO accelerator. Different people, maybe there's some crossover and I create the minimal version of that to start with. That's super important.

I want to build on what you said there. Let's create this. Let's get the right hook, solve the right problem and do the minimal thing necessary to get them the answer. If that's a plain text email, so be it. Yeah. And spend time on the hook, like spend time analyzing the data. What is it that they want right now? And what are the words you can use? What's the language you can use that really hooks people into say like, if I miss out on putting my, like, I think the best frame mindset to have is that if a pop-up comes up on a website, and you're the audience and you read it and the words are basically telling you that you're scared to let this pop up go away or click the X button because you might not have another chance to put your email address in. That is a good hook, right? Yeah. Yeah. I love that. That's funny. I've never thought of it that way, but that's absolutely true because that's happened to me. It was like, no, where do I go? Where did I go? I needed that. I needed that. That was going to solve my life's problems right there. Yeah, for sure. Yeah.

So you want to have something so good that people are worried they might not be able to get it again, nowhere to get it again, so they have to put their email in. But that happens when you understand what problem you're solving. So here's a silly example. My wife and I, back in 2016, we started a Disney-related website, and we had a section on Disney Cruise. We also had other Disney content. people were coming, they would Google Disney Cruise tips, and we ranked very high for that at that time.

If you're landing on Disney Cruise, if you Google Disney Cruise tips and you land on my post about Disney Cruise tips in this case, what do I know about you? Well, you're probably going on a Disney Cruise and it's probably your first time. Otherwise, why do you need the tips? So our hook was what to expect on your first Disney Cruise. See how that's different than get updates about Disney Cruise. Learn everything there is to know about Disney Cruise. It's like, what should you expect? Because cruising is weird if you've never done it and Disney does it even more different-er.

So it was like spot on and nailed their problem. So getting that hook right, it's worth spending that time and try to get to understand what is the motivation for somebody who is coming to this page channel that you're in front of. And if you can nail that, you really got something that'll last and that will convert for a long time. Love it. I absolutely love it. The way I think about it as well is that's once you've got that hook and they're in is how do you serve them better?

In a way that is also your product and service. For example, say your Disney Cruise site, you wanna help people understand why Disney Cruises are so awesome, what to expect on the Disney Cruise, but then you might be able to have some affiliate links to Disney Cruises. And what you're doing is these people are wanting to go on a Disney Cruise, they wanna know what to expect, should they book one, and then for example, you have an offer, an affiliate offer that gives them 10 % off or 15 or 20 % off.

You make a bit of money, they get a cheaper deal and they purchase a ticket and go on and have a great time. Everybody wins from that. And you're doing that on the back end of the website. Like you're doing on the back end of the business through email and you've just delivered something that they really want. Why not like have a progression into helping them understand why Disney Cruise, should you get it? And then if you want it, here's a discount code, right? In terms of like, I guess that's moving into how to market to your newsletter.

We've been talking about the word nurture a little bit. And I think that the word I actually think more of is a journey. Sometimes in marketing, we call this a funnel, right? Where we get them at the top of the funnel where they have this broad interest. And then we bring them to the bottom of the funnel where they're ready to make a purchase decision. So when I'm thinking about in a journey, because every business has this, whether you are content business, you are SaaS, e-commerce, in-person store, whatever. Restaurants. Yeah, restaurants. There's always going to be this journey.

Now, because we're online, we can automate this journey and this is what baffles me. People don't do this and email is just made for this. It's beautiful. Here's what I'm going to give you an example. Let's go to what you were talking about with that Disney Cruise. So what you just described is actually what we used to do. So we had, I call it a quick start guide. So that was our lead magnet. It was a series of emails that they got one per day based off of what to expect on your first Disney Cruise. Okay.

Now once we were done with that, that was not the end of our infinite magnanimous knowledge about Disney cruising. So the very first Sunday, it's an evergreen email, the very first Sunday didn't matter whether it was March or November or whatever. It was always the most powerful Disney cruise tip I ever learned. And this thing was so good that we didn't put it on the website because we didn't want people stealing it. The next week was what to pack because everybody needs the packing list. It doesn't matter. The next week was how to avoid getting seasick.

The next week is what to do on the private island and so forth. This is serve, serve, serve, serve, but in a smart, thoughtful order. Now we had an email in there like in week 35, my wife and I put together this, we'd like to do this. We're silly people. We put together this playlist. We're driving from Orlando to the port where you get on the ship and it's like these happy songs, Disney related songs. It's total fluff. If that was the first email you got from me, they'll be like, come on.

But by week 35, you're like, we like these people, we've learned a lot, this is kind of our vibe, we get it. Now, in week 14 or 15, we had, do you need trip insurance? And it was like a 5,000 word article about the pros and cons of do you need trip insurance, why you might not want to get it. And of course, there was an affiliate play there. One email in that one sequence was covering the costs of our email list every single month. Was that making us rich? No, but this was an automatic.

Money machine, if you will, where we set it up one time and it was just running. It would just go. So when everybody hit week 14, boom, they would get that. And by this time, this is why this worked is because we had served, served, served. They're like, well, Matt's been right up to this point. Maybe he's right about this too. If I'd sent that as email number one or right after the quick start guide, that feels a little salesy, doesn't it? But we had nurtured that relationship and so now it just feels like it's part of the, you kind of need to know about this if you're going to go do this right.

Absolutely love that. mean, you're just building trust again and again and again with value and value and value and value. And you are speaking their language. Now, the more they get down the funnel, the more you're speaking their language and they're just happier. Right. Everybody wins from this. There's a few different things that I want to touch on. I want to touch on email deliverability. A lot of people have noticed less and less emails being delivered to their inbox.

Why is this the case and how can you increase your email deliverability with your email software provider? Yeah. Okay. So if you're not aware, it was in, I think February, I'm not an expert on this per se, but I was definitely impacted by it and worked on this with my clients. In February of this year, Yahoo and Google Gmail came out with new requirements that said, Hey, look, we're not going to just trust MailChimp or Constant Contact or ConvertKit because you're on their IP address.

We're not just going to trust that anymore. It used to be that if you were on a good IP address, they'd say, sure, we'll deliver you all your stuff. Well, now they're saying that plus Jaryd Krause.com, these both matter. The domain reputation became a thing. So first we had to go set up something called a verified sending domain. I don't want to get too technical here. You can all, you know, you can.

your ESP and they'll explain it if you haven't done this. If you haven't done it, you know exactly what I'm talking about because it was a little bit of a pain in the... 2D. So we set up these verified sending domains. And what that did is it said, a Gmail, for example, started saying, all right, buildingonlinebusinesses.com has a reputation, good or bad.

Actually, they call it high, medium or low. You can see this for yourself if you've never done it. Sign up at postmaster.google.com and they will. It's free. Just a couple of steps to enable it and basically Google will tell you what is your sender reputation for your domain. The thing to look at there is the domain reputation. And so a lot of people are not ending up in the inbox for that reason.

You want to know what that is. If your domain reputation is low, you got to fix it. And there are tactics that you can do to, there are things you can do to fix it, but it's a little bit complicated, but you got to get yourself out of the spam dog house. So that's a very real thing that happened this year. And that may be why that's happened.

Others are noticing unsubscribes have gone up. Well, the reason for that is that Gmail and others have put their unsubscribe button literally everywhere inside the platform so that it makes it much easier for you and I to just unsubscribe without going and finding the special unsubscribe link. We can just click unsubscribe up at the top. so people are disappearing that way. So you're seeing a larger increase of unsubscribes and people like, what's going on? Well, the reality is that those people probably wanted to leave you a long time ago. They just never took the time.

I totally agree. And also when you've got these emails where people have a unsubscribe link, that's the same color as their blue email footer and you can't see it and it's just annoying to unsubscribe. They wanted to get off the list. And if anything for that business, is better that you are off the list because the less people that's open your emails, typically the less people get delivered those other, are on the list get delivered those emails because of that.

I guess that's got something to do with your domain, you say your domain reputation and then also your ESP, the email software provider, the reputation that you've shown from people that are unsubscribing and opening the email as well, right? Yeah, for sure. I have taken attack for certain businesses. And look, I'm not saying everybody needs to do this, but if you really want a pristine list and you back up what you have to offer, right? You believe in your stuff, try this. Put your unsubscribe link at the top.

If this isn't right for you, even if it's smaller print or whatever, if this isn't right for you, instant unsubscribe right here. Whatever. Because you want those people gone. Yes, absolutely. don't... What we do not want... Back in the day, used to consider, should I obscure the unsubscribed? Maybe I can sell more if I keep them on the list. Those days are gone if that was ever a thing. Let's just be super upfront and keep people that really care and just do a better job at nurturing those people and do a better job at getting with lead magnets like we were talking about.

getting more of them onto the list that are our people by solving their problems. An email subscriber list number is nothing but a vanity metric if they're not clicking on your stuff. Yeah, and it's unfortunate that a lot of people lie about it anyway as well. They lie about how many people are on the email listing on their website, and then they also can be a white lie, but a lie's a lie.

Maybe they do have like 20,000, 100,000 people on the email list, but the active subscribers is like way down to like a couple of thousand. Yeah. Yeah. And you may have a business where that makes sense to do it that way. I'm not saying this is not a black and white thing for me about your open rates must be higher than such and such. I'm not saying that at all. I think there are legit business strategies for that. However, for most of us that are on this, listening to this right now, you want to build an audience that cares. You want to build a highly engaged audience.

Yeah.

This is way to do it.

Exactly.

Now you say you work with a lot of content site owners. What are some of the other things that have helped people maybe grow their list that keep people on their list, but more importantly, like made more money from their business through email. Okay. There's a couple of things. It's all going to depend on your bed and marketing. It's always it depends. If you're a content business where you make money from ads, such as Google AdSense, Ezoic, Raptive, Mediavine, getting more clicks makes you more money and not every click is valued the same.

So if you have, go back to food for a second. Let's say that you're doing a cocktail. Cocktails don't take very long to put together. People don't have to stay very long on a cocktail recipe. And there's not a lot of advertisers that want to advertise on alcohol related stuff. Okay. So there's not big payouts there on a, I don't know, a little bit more complicated gourmet steak or something that takes longer to prepare. You're going to be on the site longer. You're going to signal that you're kind of looking at people with higher incomes.

You're going to make more from that post. If you're with any of those platforms, you know what I'm talking about. You can look at RPM by post or by page. And if all else is equal, send the steak instead of the cocktail. All right. So that's one real quick tip. Number two is send more emails. You can probably, depends on your niche, if you may have this notion that because you don't like emails that you don't care about, that you're afraid of annoying your audience.

I think you've got to dismiss that a little bit. Most of my clients can send more emails than they think because if they're doing a good job, it's not spam. People care about your content. They want to know what you have to say or to offer or to help them. And if you legit believe in yourself and that you do that, then maybe add in another email per week. Get more things for them to click on. All right. So that's like a content business. Yeah. If you are, if you want to increase advertising, I kind of gave you a playbook there for affiliate. What doesn't work for affiliate is. Okay. Here's a great example.

So I have a food blogger and she got great affiliate commission from this subscription box. And that was like one these new meat companies, sending you a box of meat. So she says, Hey, I want to do this. I sent this email out and I had this vanity code coupon in there and nobody clicked on it. I'm like, well, okay. She shows me the email and it's like, if you want to buy such and such, you know, I get 20 % off with my code. Well, I don't need that. Everybody knows that she's just shilling there. So I said, well, what do you actually do with the product?

She said, well, I actually get the chicken delivered and on Mondays I get it out and I make recipes for the rest of the week. I cut it all up. make the one for Monday night and then I do all the other recipes for the rest of week. I put it in the freezer, da da. I said, say that, that's your hack. You actually are helpful there in explaining how to use that product. So I guess I let, and by the way, she did it and she got so many signups that the company wanted to just keep sending her product and she negotiated that into a fixed advertising deal.

So she's making a lot more money. works really well psychologically is that it's social proof that a person with her level of status would use that food. So if it's good enough for her, it's good enough for the her audience. It's very smart. Well done, man. I like that. And how to use it. Not just that she would use it, but she spells it out. So if you have any product or service that you love and you want to be a good affiliate, you want to have a better relationship, figure out how to use it and make somebody's life easier.

and convey that in email at the right moment in that journey. Instead of the vanity code that you just hope somebody will click on. Yeah. So that's how, from that standpoint, the other piece, I've got some clients that are doing services or they have a SaaS, which is a service. That is still about the problem solution. How are you solving problems? How are you using this service to solve this problem?

I'll tell you the number one underrated tool for email is testimonials. Now, this is gonna be one of those old school things that nobody will go do after I say this, but I promise you, if you will spend a month of your life just investing in building out all the testimonials related to your product or service that you can get, you're gonna find out a few things. Number one, you're gonna discover the words that they use to talk about your product, which is gonna make any of your sales copy, any of your emails, much better.

Number two, it is instant something to send. You can send Jaryd worked with Matt Made a gazillion dollars or grew his list 50 % a case study over and over again because people want to see real life stories to inspire them. Testimonials. You said it earlier, building trust. Testimonials build trust. Yeah, it's proof that your product and your service works. have testimonials absolutely littered throughout all of our email campaigns. It's just showcasing that people can get the similar results with using your service. Right.

That's what did you do to get the testimonials? How do you like maybe give a tip or two? Because a lot of people are like, how do I do that? Yeah, it's an easy way you can do it. I've helped other people do it is send out a report. I have done this previous like many years ago where I would send out at the end of each year, I'd send out like a little survey and saying, how can I help you better next year? And asking for their advice on how I could make things better, what they already like about the community.

So I don't take it out and what we could do to improve and what they like about it and why and how. And then you get equipped with not just like what you can do to make the product and service better, which is only gonna help you sell more, but you also get those copy that you can use throughout your emails and on your website and all that sort of stuff, but also their testimonials.

Another thing that I do, a lot of people say is when people buy a business, I just say, it's super inspirational for people that wanna buy a business for you to come on and chat about it if you're open to, and I just use that.

It's a case study, but I really do it for everybody else because it's super valuable to hear somebody else that's gone through the journey. Typically, I think the best way to ask for a testimonial is once somebody has used the product or gotten the results and ask, what's the result you got?

Annie, are you happy about it? And if so, why? And then you can get them and plaster them everywhere, right? So that is one of those things that seems like you're going to be like, people will say, well, that makes sense to me, but they won't go do that.

So here's my tip, if you wanna do what Jaryd just described, write it out. Just create, whether it's in your notes or in Gmail, they have that little templates thing, write it one time so that you have both the first, the ask how are you enjoying the product, what are you doing with it, give me a little success story, I'd love to hear how you're using it. And then your second one is the ask for the testimonial. I love hearing this, this is so great, since it was helpful to your business, would you mind, and then however the testimonial best helps you.

And the words you can use, are something along the lines of, would really help me with my reputation and credibility. Everybody's there. Everybody's been there. And they're like, they're in your shoes probably and would love their reputation. I'm trying to build my rep. Here's where a testimony could do best for me. I've done this with, I've created a TrustPilot account. If you want, if you don't want to collect them or whatever, you could just have a third party like TrustPilot where you point them there and say, go fill that out for me. If you don't ask, you won't get.

It's not something that people naturally want to do to take the time. It's literally can be two, two or three questions, right? And it's that simple. And yeah, it's definitely worth it. Matt, this been so good to get you come on talking just like, know we talked a little bit briefly about SaaS businesses, but mostly about content sites. And this is exactly what people needed to hear in this time with their content sites. So really appreciate you. Where can we send people to check out more of your stuff?

That's emailcrush.com. Come say hi.

Yeah, absolutely.

Everybody is listening. Thank you for listening and I'll speak to you on the next one.

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Host:

Jaryd Krause is a serial entrepreneur who helps people buy online businesses so they can spend more time doing what they love with who they love. He’s helped people buy and scale sites all the way up to 8 figures – from eCommerce to content websites. He spends his time surfing and traveling, and his biggest goals are around making a real tangible impact on people’s lives. 

Resource Links:

Resource Links

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➥ Cloud Ways (Website Hosting) – https://bit.ly/40tjyjG

➥ Market Muse (Content Marketing Software) – https://bit.ly/3Me39L0

➥ Ezoic (Ad Network) – https://bit.ly/3NuVR5P

 

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Investors Club – https://bit.ly/3ZpgioR

 

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